BRANDING SLOT

I would’ve liked working with Paul Arden, even if his acquaintances said he was self-centered, sarcastic, chaotic, and always seemed to be in a bad mood.

Arden is a part of modern marketing and advertising and he was linked, both as a creator and as a director, with some very important ads and advertising campaigns of the last 35 years.

"We are all advertising, all of the time. Even the priest, with all his or her fervour, is advertising God."Paul Arden

Arden, who was Creative Director for Satchi&Satchi in London, was quite an intelligent fellow and his books somewhat contradict their author’s reputation in the sense that they are very precise, orderly and efficient, be sides being brilliant like him.

The book that I like the most from Paul, which I consider a sort of bible for those who wish to work in marketing and publicity, is It's Not How Good You Are, It's How Good You Want to Be: The world's best selling book.